Mastering UX: A Guide to Enhancing Entrepreneurial Hub Portal
Role
UX Designer Specialist
Over 90 days, I analyzed the institution's website, customer service, and stakeholder feedback. The portal has potential to become a central hub for entrepreneurs but lacks tailored content to address their diverse needs and specific pain points effectively.
The portal lacks personalization, failing to meet the diverse needs of entrepreneurs with varying experience levels. While some solutions are broadly applicable, they often don't address unique demands and pain points effectively.
As a UX Design Specialist, I structured the project phases, led workshops, user research, and testing, and developed a UX Strategy Plan. I worked closely with a marketing analyst to aligning it with user needs and business goals.
The design process
User Experience
Online Survey
Interviews
User Journeys
Usability Tests
Bussines Strategy
360º view
Swot Matrix
Context Canvas
Value Innovation
Benchmarking
A/B test
Over 90 days, I analyzed the institution's website, customer service, and stakeholder feedback. The portal has potential to become a central hub for entrepreneurs but lacks tailored content to address their diverse needs and specific pain points effectively.
The portal lacks personalization, failing to meet the diverse needs of entrepreneurs with varying experience levels. While some solutions are broadly applicable, they often don't address unique demands and pain points effectively.
As a UX Design Specialist, I structured the project phases, led workshops, user research, and testing, and developed a UX Strategy Plan. I worked closely with a marketing analyst to aligning it with user needs and business goals.
The design process
User Experience
Online Survey
Interviews
User Journeys
Usability Tests
Bussines Strategy
360º view
Swot Matrix
Context Canvas
Value Innovation
Benchmarking
A/B test
User Experience
User journeys of all entrepreneur
I conducted a survey using Typeform, an online questionnaire platform, gathering responses from 70 participants representing four distinct user profiles. This approach provided diverse insights and quantitative data to inform the analysis.
It was important to identify which main actions on the portal weren't working for users. I focused on task completion rates, error rates, clicks needed for tasks, and overall user understanding of the portal by applying the 20-minute test. These tests aimed to uncover usability issues by observing real users navigate specific tasks:
User Experience
Mastering UX: A Guide to Enhancing Entrepreneurial Hub Portal
I conducted a survey using Typeform, an online questionnaire platform, gathering responses from 70 participants representing four distinct user profiles. This approach provided diverse insights and quantitative data to inform the analysis.
Enterviews with users and Local leaders
I conduct 30-minute semi-structured phone interviews using deep interview techniques, engaging with 10 users and 12 leaders across 7 units to explore five key topics.
Potential Entrepreneur
60.6% of the sample
(40 responses)
Motivations
35,1% Information how became an entrepreneur
29,7% Courses
27% About bussiness plan
8,1% Sectorial contents
Individual Microentrepreneur
25,8% of the sample
(17 responses)
Motivations
25% Consultancy
25% Sectorial Contents
25% Courses (financia management)
12,5% Information and guidance about MEI
6,2% human Resources Training
Microenterprise Owner
7,6% of the sample
(5 responses)
Motivations
40% Courses of Financial and Management
20% Consulting
20% Opportunities in the region
20% Training in Customer Aquisitions
Small Business Owner
1,5 % of the sample
(1 responses)
Motivations
Company Diagnosis
I interviewed 12 leaders from 7 units, focusing on five key topics: Digital Transformation, Entrepreneurial Maturity, Digital Presence, Portal Perceptions, and Digital Channels Usage, concluding that clients increasingly prefer digital-first, intuitive services with WhatsApp as an essential, cost-effective tool.
It was important to identify which main actions on the portal weren't working for users. I focused on task completion rates, error rates, clicks needed for tasks, and overall user understanding of the portal by applying the 20-minute test. These tests aimed to uncover usability issues by observing real users navigate specific tasks:
User journeys of all entrepreneur
Results of Usability Tests from (5) users
Task 1
Complete the registration process on the portal
Users
60% of success - The biggest mistakes occurred because the registration form and the newsletter looked visually similar.
Leaders
100% of success - Most people already had an account. There was a problem with the password recovery process during login.
Task 2
Enroll in and access the Leadership and Communication course
Users
80% of success - Just one failed for don't find exactly the course name
Leaders
91.67% of success - Most people finished, but some got mixed up with the filters or searches that didn’t show the course they were supposed to find.
Task 3
Explore and Access the Marketing and Sales Learning Path
Users
60% of success - The course named "right business - self-service paths" showed up in the results and caused confusion, even though it was completed by many.
Leaders
83.33% of success - The card showing the content of a learning path wasn’t clickable. There was confusion about needing to start the path to use specific content from it.
Task 4
Access SIS: Locate Your Sector and Download a Relevant Infographic
Users
80% of success - Even though the task
was done well, most entrepreneurs did not understand what "intelligence" meant
Leaders
100% of success - Finding useful information and downloading it wasn’t a problem, but few paid attention to the type of content they downloaded (like an infographic).
Business Strategy
I used the 360º tool to strategically assess user experience, business, and technology, aiming to deliver a personalized experience that blends digital and face-to-face interactions, supporting entrepreneurs in their unique contexts.
I opt to use the SWOT matrix because it helps identify strengths, weaknesses, opportunities, and threats, providing a clear strategic overview for informed decision-making.
Strengths
The client has a strong brand, a diverse, high-quality portfolio, superior content and services, free consultancy as a key differentiator, and serves as a valuable information source.
Weaknesses
Challenges include poor integration between the portal and in-person services, lack of follow-up, resistance to digital tools, inadequate digital infrastructure, inconsistent language across offerings, underutilized portal, slow content updates, and weak regional promotion.
Opportunities
Potential areas include enhancing digital integration, collaborating with startups, leveraging WhatsApp for support, expanding in-person services digitally, and increasing reach through YouTube and Spotify.
Threats
Competitors offer similar consultancy and digital content, the need for LGPD compliance, and a growing number of agile, digital-savvy entrants targeting startups.
The context canvas compile the insights more strategically for an action plan, mapping in a single visualization the objectives, context, and necessary resources and supporters for the client to position them strategically
Value Innovation
A benchmarking study was conducted with seven direct competitors that entrepreneurs prefer over the client's Portal. Below a details of 3 of them:
Meu sucesso.com
Targets aspiring and established entrepreneurs, offering storytelling-based learning through case studies, international series, and expert-led classes. Focuses on actionable insights and personalized knowledge paths.
Eduk
Designed for individuals and professionals aiming to develop skills in various fields. Highlights diverse, high-volume content with thematic bundles and recycled materials to sustain engagement.
Qipu
Tailored for Brazilian micro-entrepreneurs, providing an app for managing clients, resources, and expenses. Includes financial reminders and tools for streamlined business operations.
New way to offer on the homepage. Guidelines were created based on two key pillars: Pillar 1 - Need-driven offerings, and Pillar 2 - A solution hub that supports entrepreneurs and serves as a reference for content. Comparative indicators Increase in other service goals beyond consulting and clicks on this catalog (interest in other content)
Over 30 days, using Hotjar and Google Analytics, they tested a new design (Version B) that featured a visually appealing, intuitive catalog. Key metrics included interaction levels, service exploration, and catalog clicks.
Home - Version A
Page views
28,252
Average time on page
00:00:13
Home - Version B
Page views
30,033
Average time on page
00:00:24
The time spent on the new page (Screen B) is 85% higher than on the old page (Screen A). This is due to the broader range of content available on the new page, as well as its focus on addressing the entrepreneur's pain points. Access to the course page (both the listing and internal page) from the old page is 24%, whereas for the new page, it increases to 48%. The abandonment rate for the old page is 66%, while for the new page, it drops to 34%.
Courses Page - Version A
Page views
4,722
Average time on page
00:00:36
Courses Page - Version B
Page views
1,636
Average time on page
00:00:56
The time spent on the new page (Screen B) is 55% higher than the old page (Screen A). The page received 1,636 views, resulting in 636 clicks on conversion buttons, 55 of which were achieved through redundancy buttons with more in-depth sales arguments.
By mapping the origin of clicks on the screen distributed by need and profiles, it was possible to identify some user behaviors. Naturally, there is a scattering of clicks since the initial screen is meant to distribute navigation. Some points of attention in the analysis:
18.63% of the clicks occurred on the content sorting bar by profile.
11.02% searched for the courses link in the top menu.
9.32% wanted directed information about formalization.
The high search volume for courses in the top menu highlights the portal's reputation as a go-to source for this content.
Adding profile-based sorting links was well-received, enhancing content delivery.
The most popular content card addressed business formalization (profile: "I want to be an entrepreneur").
Conclusion
The entire study plan was formatted and presented to the client, serving as a guideline for designing new websites. It focused on addressing usability issues identified during the study and incorporating recommended enhancements.
The business goals are to diversify the portfolio, increase revenue, demonstrate innovation leadership, initiate a product suite, ensure scalability, develop a cross-product suite, and target Small and Medium Businesses (SMBs).
The focus is on short content, rapid learning, extending microlearning assets, personalized learning experiences, offline access, cross-platform compatibility, and curated content.
The solution includes customized iOS and Android components, a multi-instance white-label app, HR management front-end, engagement and gamification features, offline content access, and content recommendations.
Let's create
something amazing
togheter
